Creating and optimizing video for YouTube
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The document discusses strategies for creating and optimizing video content for YouTube, emphasizing the importance of integrating videos into overall content marketing strategies. Key principles include developing a programming strategy, optimizing content for discoverability, and utilizing social media to amplify reach. Additionally, it covers measuring success through various metrics, shifting the focus from mere views to deeper engagement and interaction with audiences.
![What you need to know to evaluate whether
your YouTube video campaigns are successful
• Brand Lift: Measures the impact of their
campaigns on brand awareness, ad recall, and
brand interest.
• Website Traffic: Cards can inform viewers
about your associated website, merchandise,
fundraising, fan funding, another video, or a
playlist.
• Conversions: Measures micro conversions,
such as email signups, created accounts, and
PDF downloads, and other activities that
often precede a purchase, as well as macro
conversions, such as sales transactions.
• Return on Marketing Investment (ROMI):
[Incremental Revenue Attributable to
Marketing ($) * Contribution Margin (%) –
Marketing Spending ($)] / Marketing
Spending ($).
Source: Greg Jarboe, Momentology, “4 Key Video Marketing Metrics To Measure What Matters”](https://image.slidesharecdn.com/creatingandoptimizingvideoforyoutube-150831173732-lva1-app6891/85/Creating-and-optimizing-video-for-YouTube-16-320.jpg)
Creating and optimizing video for YouTube
- 1. Creating and Optimizing Video for YouTube Greg Jarboe President of SEO-PR Author of YouTube and Video Marketing Live with Linkdex webinar, Aug. 26, 2015
- 2. What it takes to create and optimize amazing video content that will create loyal viewership • Making YouTube videos part of your overall content marketing strategy. • Ten fundamental principles for creating content that people will love. • Developing a programming strategy and scheduling video for a year. • Optimizing your content, playlist, and channel to ensure you reach your audience. • Amplifying your video with social media to improve discoverability. • Promoting videos with paid media to reach your target audience. • Defining key metrics to measure the success of your strategy. Source: Greg Jarboe, Momentology, “7 Ways To Improve Your Video Marketing Strategy”
- 3. What role do you want YouTube videos to play in your brand’s content marketing strategy? • Inspiration: YouTube has brought to light thousands of inspiring stories. For example, watch “Danny MacAskill – ‘Way Back Home’” on the Red Bull channel. • Entertainment: Some videos are plain-and- simple guffawingly funny. For example, watch “Girls Don’t Poop – PooPourri.com.” • Enlightenment: These are documentaries similar to what you’d see on PBS. For example, watch “Always #LikeAGirl.” • Education: Educational videos show how to do things and use products. For example, watch “Google Search: Reunion.” Source: Greg Jarboe, Momentology, “YouTube Videos Should Be Part Of Your Content Marketing Strategy”
- 4. Why do stories help brands create stronger emotional bonds with their consumers? • Numerous studies have found that our brains are far more engaged by storytelling than a recitation of cold, hard facts. • Stories are illustrative, easily memorable, and allow a brand to create stronger emotional bonds with customers. • That’s why video is a content marketer’s best medium for storytelling. • For example, “Sainsbury’s OFFICIAL Christmas 2014 Ad” commemorates the extraordinary events of Christmas Day, 1914, when the guns fell silent and two armies met in no- man’s land, sharing gifts – and even playing football together. Source: Greg Jarboe, Momentology, “Why Video Is A Content Marketer’s Best Medium For Storytelling”
- 5. What are the 10 fundamentals of creating videos that change hearts, minds, and actions? • Targeted. • Authentic. • Discoverable. • Shareable. • Accessible. • Consistent. • Conversational. • Interactive. • Sustainable. • Collaborative. Source: Greg Jarboe, Momentology, “10 Fundamentals Of Creating Videos That Change Hearts, Minds, Actions”
- 6. Top 100 brands on YouTube are creating better content and generating higher engagement • “We love the opportunity YouTube gives Coca-Cola to interact, build relationships and share stories that are authentic and relevant to the brand,” said Chris Bigda, director of connections planning and investments for Coca-Cola North America. • “We are seeing continued success on the platform, uploading higher quality content and achieving better results for it.” Source: Greg Jarboe, Momentology, “4 YouTube Brand Content Insights From The Top 100 Brands”
- 7. What is your YouTube programming strategy and content schedule for the coming year? • The days when YouTube was exclusively a place for one-hit viral videos are gone. • So, senior marketers who are interested in building successful channels on YouTube have to consider their channel’s long-term plan for growing an audience. • And that means developing a viable programming strategy. • “Programming” means creating a cohesive viewing experience across videos on your brand’s YouTube channel, where each video fits into the larger channel vision. • It encapsulates both what type of content to produce and how to publish and share it. Source: Greg Jarboe, Momentology, “Develop A YouTube Programming Strategy And Schedule Content For A Year”
- 8. How do you develop a programming strategy and plot out your content schedule for a year? • Hero content: What content do you want to PUSH to a big, broad audience? What is your Shark Week? A brand may have only a few hero moments in a year, such as product launches or industry tent-pole events. • Hub content: The content you develop on a regular basis to give a fresh perspective on your target’s passion points. This is often scheduled once a week throughout the year. • Hygiene (Help) content: What is your audience actively searching for regarding your brand or industry? What product tutorials, how-to content, or customer service videos can serve as your 365-day-relevant, always- on, content programming? Source: The YouTube Creator Playbook for Brands
- 9. How do you optimize your content, playlists, and channel to help people discover them? • Conduct keyword research. • Optimize your content’s metadata (title, description, and tags). • Optimize your video’s watch time. • Create custom thumbnails for your videos. • Use and optimize annotations and/or cards on your videos. • Use and optimize captions on your videos. • Create and optimize playlists. • Optimize your channel’s name, icon, and description. Source: Greg Jarboe, Momentology, “8 YouTube Video SEO Tips To Optimize Your Content, Playlists & Channel”
- 10. 55% of Google search results include videos and 80% of those videos come from YouTube • Even though videos were the top type of content blended into Google universal search results, the share of keywords with at least one video integration fell over the course of 2014 to 55%. • However, the “market share” of the Google subsidiary YouTube rose. • Eight out of 10 videos came from YouTube – meaning other video platforms that compete with YouTube picked the short straw. Source: Searchmetrics SEO Blog, “Universal Search 2015: An Analysis of Google.com”
- 11. How do you amplify your YouTube content to improve its discoverability in social media? • According to a report published by Unruly, 17.9% of internet users share videos with their social networks more than once a week. • These “super-sharers” account for 82.4% of all video shares. • This suggests that marketers looking to drive more earned media should target these social media influencers. • While 59.4% of video shares worldwide take place on Facebook, 13.8% of viewers share videos on Twitter, 9.3% on Google+, 5.7% on Tumblr, and 3.9% on Pinterest. Source: Greg Jarboe, Momentology, “Amplifying Video Content With Social Media To Improve Discoverability”
- 12. How did YouTube influencers like Grace Helbig and The Slo Mo Guys become so influential? • Grace Helbig began in 2008 by creating DailyGrace, a daily comedic vlog, for MyDamnChannel.com. • Helbig uses 4 key strategies to win friends and influence people: • Be authentic and embrace quirkiness. • Upload consistently to keep viewers watching. • Foster an active fan community with interaction. • Take a risk, try new things, and trust your fans to follow. • The Slo Mo Guys, Gavin Free and Daniel Gruchy, took 5 years and multiple burns/scars to grow their channel. • Here are 5 key strategies that drove The Slow Mo Guys to their current level of success: • Consistently deliver the goods. • Tell the full story. • Perfect the basics. • Create shareable content. • Respond to audience demand. Source: Greg Jarboe, Momentology, “How Grace Helbig & The Slo Mo Guys Became YouTube Influencers”
- 13. Why should brands promote their YouTube video content with TrueView advertising? • 400 hours of video content is uploaded to YouTube every minute, so it’s risky to assume your content will be organically discovered by a large audience. • That’s why promoting your YouTube video content with TrueView advertising helps it get discovered by your target audience. • This also provides you with a surprising benefit: Earned impact. • More than 6,000 TrueView campaigns generated at least one earned view as a result of every two paid views, according to YouTube. Source: Greg Jarboe, Momentology, “Promoting YouTube Video Content With TrueView Advertising”
- 14. You can now use TrueView for shopping to connect your ad to your brand or retail site • TrueView for shopping allows you to showcase product details and images – along with the ability to click to purchase from a brand or retail site – all within your video ad. • It’s available for TrueView in-stream video ads on YouTube. • And since 50% of views on YouTube come from mobile devices, YouTube has made sure that TrueView for shopping works seamlessly across mobile phones, desktops, and tablets. Source: Inside AdWords, “Introducing TrueView for shopping – a new way to promote your products with video”
- 15. Why you should be looking beyond “views” to measure video marketing success on YouTube? • There was a time when the only metric that mattered to senior marketers was seeing the YouTube view count ticking up. • But those days are long gone. • Marketers are now focusing on creating content and distribution strategies which drive deeper levels of engagement, such as video sharing, website traffic, lead generation, or online purchases. Source: Greg Jarboe, Momentology, “Measurement Is Key To Video Marketing Success”
- 16. What you need to know to evaluate whether your YouTube video campaigns are successful • Brand Lift: Measures the impact of their campaigns on brand awareness, ad recall, and brand interest. • Website Traffic: Cards can inform viewers about your associated website, merchandise, fundraising, fan funding, another video, or a playlist. • Conversions: Measures micro conversions, such as email signups, created accounts, and PDF downloads, and other activities that often precede a purchase, as well as macro conversions, such as sales transactions. • Return on Marketing Investment (ROMI): [Incremental Revenue Attributable to Marketing ($) * Contribution Margin (%) – Marketing Spending ($)] / Marketing Spending ($). Source: Greg Jarboe, Momentology, “4 Key Video Marketing Metrics To Measure What Matters”